Major 4K cross-promotion from Sony

By Colin Mann

August 15, 2014

Sony Electronics, Sony Pictures Home Entertainment and Best Buy, in collaboration with National CineMedia (NCM), have launched the industry’s first cross-promotion created to highlight the 4K entertainment experience.

The promotion, which runs from August 15th to September 25th, includes a 30-second spot shown in movie theatres in NCM’s FirstLook movie pre-show, featuring select out-takes from The Amazing Spider-Man 2. The spot conveys all of the excitement of viewing great films on Sony 4K Digital Cinema projectors and how consumers can enjoy this experience at home on the latest Sony 4K Ultra HD TVs.

“4K entertainment provides a much more immersive viewing experience, with amazing clarity and quality, and only Sony can deliver this in the cinema and at home,” commented Mike Fasulo, President and COO, Sony Electronics. “Sony is proud to join with Sony Pictures Home Entertainment and Best Buy in conveying this message to consumers everywhere.”

“Sony Pictures Entertainment is widely regarded as Hollywood’s premier 4K studio,” said Man Jit Singh, President, Sony Pictures Home Entertainment. “Thanks to our renowned 4K acquisition, restoration and production facilities, movie enthusiasts can now enjoy such films as The Amazing Spider-Man 2 in both digital 4K and HD, as well as on Blu-ray Disc.”

The new 30-second spot has been specifically designed to motivate consumers to undergo a 4K Ultra HD demonstration at Sony Experience stores, which can be found in more than 350 Best Buy locations across the US. The campaign will be further supported by 50 in-store events, on-line media and also coinciding with a Best Buy circular on August 17.

“4K ultra high definition televisions represent a meaningful improvement in the home theatre category,” said Hubert Joly, Best Buy president and CEO. “That is why we are pleased to offer customers the Sony Experience at Best Buy, allowing them to see for themselves how impressive this technology truly is. The promotion announced today by Sony combines this new technology with exciting content, giving consumers a sense of what they can look forward to as they consider a 4K television,” he added.

In addition to being seen on more than 3,600 AMC and Regal Entertainment Group movie screens nationwide, the new 4K spot will also be shown across NCM’s Lobby Entertainment Network (LEN), as well as on mobile devices via the NCM Digital. In total, the Sony 4K campaign is expected to generate more than 22 million impressions.